Specifically, Google is allowing each individual property owner to set their own data retention expiration times. The catch is, if you don't set it, your user-specific data will be automatically deleted on the new default schedule: 26 months after collection.

This does not mean you will lose all data (sessions, page views, etc. will stay intact), but you will lose anything that could be considered user-specific, like demographics and location. If you only service U.S. customers, and do not have a privacy/use policy stating otherwise, we recommend you set it to do not automatically expire.

As developments unfold we'll report them here as well as in the Skype MasterMind. Stay tuned.

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